SPECIAL HIGHLIGHT - AISE
Transcript of SPECIAL HIGHLIGHT - AISE
A.i.S.e.© 2009 | www.aise.eu
in September 2008, A.i.S.e. commissioned a pan-european survey on consumers’ washing habits in 23 countries (see details on page 13). The objective of this exercise was to find out about current consumer habits and define potential areas for improvement in the domain of laun-dry practices. The survey was run in autumn and covered countries in western, Southern, eastern europe and Scandinavia, with approximately 200 respondents taking part per country (exactly 5,060 in total). Below is a summary of the findings*.
Who takes care of the laundry?
Types of Detergents Used
Number of Washes
in total in europe: 37 65 billion washes are done every year which is :
* 722 million washes a week * 103 million washes a day * 1200 per second
rEGuLar LauNDry PowDErs sTiLL HaVE THE GrEaTEsT sHarE oF LauNDry DETErGENT FormaTs
usED by EuroPEaN CoNsumErs
No siGNiFiCaNT VariaTioN amoNG rEGioNs wiTH rEGarD To FEmaLEs DoiNG THE LauNDry
FEw DiFFErENCEs iN TErms oF aGE oVEr rEGioNs
SPECIAL HIGHLIGHT :FIndInGS From A PAn-EuroPEAn ConSumEr SurvEy on LAundry HAbITS
Between 18 to 24 years old
% Female % Male
Between 25 to 34 years old
Between 35 to 44 years old
Between 45 to 54 years old
Between 55 to 65 years oldTotal Europe
Total Europe
Age
Gender
12% 25% 24% 22% 17%
61% 39%
Regular Laundry Powders
Compact Laundry Powders
Laundry Tablets
Laundry Liquid Tablets/Pouches/Liquid Doses
Other
None of the above/No idea
Regular Laundry Liquids/Gels
Concentrated Laundry Liquids/Gels
Total Europe
Western Europe (N=1329)
Eastern Europe (N=1286)
Southern Europe (N=1130)
UK/Ireland (N=435)
Scandinavia (N=880)
0% 10% 20% 30% 40% 50% 60%
*The data presented in these highlights is A.i.S.e. copyright. Readers may use the data but must alway quote the source.
note: “europe”, in this overview refers to the total of 23 countries where the survey was run.
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LAundry And SuSTAInAbILITy : room For ImProvEmEnT
Dosing instructions Did you know that
76% of consumers indicate that they are aware of the dosing instructions?
In spite of the fact that consumers usually measure the amount of detergent they put in the machine, only 65% of consumers dose according to the recommendations provided by manufacturers.
Wash temperature Did you know that the average temperature of a machine
wash in Europe is 42 6°C?
only 30% of loads are washed at 30°C or lower, and 19% are still washed at 60°C or above.
Concentrated detergents
Did you know that
only 43% of consumers are aware and
convinced about the benefits of concentrated detergents?
small actions can help protect the environment
There is some good awareness among consumers of the benefits of avoiding underfilling the machine, of carefully following the dosing instructions, of washing at low temperatures to lower the impact on the environment when doing the laundry, but there is low perceived benefit of buying more compacted / concentrated detergents
However, people who are convinced that specific choices have an impact on the environment are also more willing to make the effort
Loading of the machine
Did you know that only 49% of washing machine loads in Europe are full?
if all loads were washed full, 715 million litres of water a day would be saved, the equivalent
water used by 5 million people, or a city the size of barcelona! if everyone who washes at 40°C or higher were to wash
at 10 degrees less, the energy saved would be equivalent to lighting every home in Poland for a year
read the label! it is important to read the label and to follow
the dosing instructions
by developing voluntary actions in sustainable production and consumption, industry promotes
the reduction of the overall impact which laundry detergents may have on the environment Consumers can also ‘do their bit’ by using concentrated detergents appropriately
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uk/irL
No of washes* : 8.4
average wash temperature : 49.8°C
washing with a full load : 61%
Favoured type of detergent** : Regular laundry powders, laundry tablets
awareness of differences between regular and concentrated detergents : 76%
Perceived impact on the environment (top 2) : washing at low temperatures and with a full load
Purchase driversG :
wEsTErN EuroPE
No of washes* : 6.6
average wash temperature : 43.1°C
washing at a full load : 55%
Favoured type of detergent** : Regular laundry liquids/gels and powders
awareness of differences between regular and concentrated detergents : 71%
Perceived impact on the environment (top 2) : washing at low temperatures and with a full load
Purchase driversG :
sCaNDiNaVia
No of washes* : 7.2
average wash temperature : 54.5°C
washing at a full load : 53%
Favoured type of detergent **: Regular and compact laundry powders
awareness of differences between regular and concentrated detergents : 61%
Perceived impact on the environment (top 2) : washing at low temperatures and with a full load
Purchase driversG :
souTHErN EuroPE
No of washes* : 6.4
average wash temperature : 40.1°C
washing with a full load : 52%
Favoured type of detergent** : Regular laundry Powders
awareness of differences between regular and concentrated detergents : 69%
Perceived impact on the environment (top 2) : washing at low temperatures and carefully following the dosing instructions
Purchase driversG :
EasTErN EuroPE
No of washes* : 6
average wash temperature : 44.1°C
washing with a full load : 36%
Favoured type of detergent** : Regular laundry powders
awareness of differences between regular and concentrated detergents :
68%
Perceived impact on the environment (top 2) : Dosing correctly and washing with a full load
Purchase driversG :
vAryInG LAundry ProFILES ACroSS EuroPE : THE ALL-round ECo-ConSCIouS, monEy-SAvInG, ProduCT-SEnSITIvE EuroPEAn ConSumEr doES noT ExIST!
13% 21% 35% 31%
23% 20% 26% 30%
26% 20% 18% 36%
35% 26% 22% 17%
35% 17% 18% 30%
Price Sensitive Ecologist Product/Brand Sensitive Free Riders
13% 21% 35% 31%
23% 20% 26% 30%
26% 20% 18% 36%
35% 26% 22% 17%
35% 17% 18% 30%
Price Sensitive Ecologist Product/Brand Sensitive Free Riders
13% 21% 35% 31%
23% 20% 26% 30%
26% 20% 18% 36%
35% 26% 22% 17%
35% 17% 18% 30%
Price Sensitive Ecologist Product/Brand Sensitive Free Riders
13% 21% 35% 31%
23% 20% 26% 30%
26% 20% 18% 36%
35% 26% 22% 17%
35% 17% 18% 30%
Price Sensitive Ecologist Product/Brand Sensitive Free Riders
13% 21% 35% 31%
23% 20% 26% 30%
26% 20% 18% 36%
35% 26% 22% 17%
35% 17% 18% 30%
Price Sensitive Ecologist Product/Brand Sensitive Free Riders
background information :G Purchase drivers :
There are many factors which influence consumers’ deci-
sions when making a purchase. where laundry detergents are concerned these include price, the environment and the product’s features. These can be categorised as pur-chasing drivers and according to our survey, these vary greatly from one european region to another.
* No of washes : Total number in a two week period. ** Favoured type of detergent : these results are based
on “perceived“ formats for detergents by consumers. This may differ slightly from the actual products available on their market.
13% 21% 35% 31%
23% 20% 26% 30%
26% 20% 18% 36%
35% 26% 22% 17%
35% 17% 18% 30%
Price Sensitive Ecologist Product/Brand Sensitive Free Riders
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AvAILAbILITy oF InFormATIon on dETErGEnTS And mAInTEnAnCE ProduCTS
when asked whether consumers think manufacturers provide enough infor-mation on how to use a product safely, 68% replied positively while 65% thought that manufacturers provide good information on how to get the best result from a product. Further-more the survey shows that consumers claim that they read on pack information. 75% state that they read the information prior to using products and 68% before making a purchase.
A wEbSITE on SAFETy And bEST uSE oF CLEAnInG And mAInTEnAnCE ProduCTS
62% of europeans are keen to have a website where broad informa-tion on the safe and best use of products is conveyed. Such a website, www.cleanright.eu, was recently developed and is already available in
english, French, German and Polish. The site offers tips on sustainable cleaning practices and safety of products. it also provides more in-depth information on products and their sustainability, ingre-dients, responsible and sustainable voluntary agreements initiated by the A.i.S.e. industry. A.i.S.e. will continue
to develop voluntary initiatives in order to ensure that consumers are well-informed, in particular about sustainability, and are able to make the correct decisions when using a product.
‘62% enthusiastic about a website on best and safe use of cleaning and maintenance products’
www cleanright eu